Following founder Howard Schultz’s exit from Starbucks in 2017, Annie Richmond and Danny Brooks were tasked with helping new leaders define what to preserve about the brand and what to reimagine. Annie and Danny wondered how they might codify a company's DNA so all leaders had a shared tool to make consistent, strategic decisions that equitably serve employees, customers, and the business.
Market Category
cDNA-led Strategy Consulting
Stakeholders
Purpose-led Leaders
Decision makers at our client’s organizations
Client Teams
Employees/Teams at the client’s organizations
Organizations
All for-profit companies and their stakeholders
Purpose
Enable organizations to follow through on their best intentions
Vision
For-profit companies do more good for more people
Mission
Put Company DNA at the heart of decision making
Pillars + Metrics
Company DNA
A universal decision framework—codifying an organization’s unique qualities rooted in data and insights.
When we get it right, teams within an organization use cDNA to make more consistent and differentiated choices.
Strategy
Actionable plans—aligning and activating teams through systematic adoption of tools, processes, and goals rooted in cDNA.
When we get it right, organizations embed cDNA in daily operations, strategic planning, and investment decisions.
Storytelling
Engaging communications—distilling information into thoughtful, memorable narratives that resonate across an organization.
When we get it right, leaders feel inspired and excited to leverage and share Penrose’s work.
Thought-Partnership
Meaningful relationships—helping leaders navigate challenges by offering honest perspectives while valuing personal connections as ends unto themselves.
When we get it right, leaders value our impact, trust us as partners, and recommend us to their peers.
Promise
Decode complexity. Promote progress.
Values
Kindness
We care about people.
We respect people, act with compassion, and work to understand their unique circumstance, perspective, and language.
Curiosity
We seek to understand.
We actively listen, eagerly tackle new challenges, learn new skills, and seek to grow as individuals and a team.
Rigor
We dive deep.
We work like archaeologists—ensuring high-quality, tangible deliverables that are respectful, well-considered, evidence-based, and systematized.
Generosity
We give freely.
We share our time, ideas, guidance, and tools to help others progress, fostering a culture of collaboration and mutual growth.
Accountability
We show up.
We’re a team of high-performers who get shit done, share ownership + responsibility, and follow through on our commitments.
Impact
We work to make a difference.
We’re committed to making tangible and lasting change for our clients, ensuring our work creates substantial and enduring value.
